Emotional and rational advertising messages in positive and negative polish media contexts

Abstract

An emotional and a rational advertising message for a new brand of juice are tested in a positive and negative newspaper context in a sample of 100 young Polish consumers. The positive context leads to more positive attitudes and to better ad content recall. The rational advertising message results in significantly more positive attitudes, in a higher purchase intention, and in better ad content recall. The attitude towards an emotional ad and ad content recall are significantly more positive in a positive context. Purchase intention and content recall as a result of rational ads are higher in a negative context.

Citation

De Pelsmacker, P., Maison, D. and Geuens, M. (2002), "Emotional and rational advertising messages in positive and negative polish media contexts", Taylor, C.R. (Ed.) New Directions in International Advertising Research (Advances in International Marketing, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 121-135. https://doi.org/10.1016/S1474-7979(02)12023-0